You Can Lead a Woman to Nutricosmetics and Cosmeceuticals, But Will She Try Them?

By: Alisa Marie Beyer, The Benchmarking Company

Posted: November 5, 2008, from the November 2008 issue of GCI Magazine.

Women who want beauty products that complement the natural lifestyle they want to lead are finding more and more options with every stroll of the beauty aisle and, lately, the grocery store. But what do they really want or expect from these products?

The Natural/Organic Beauty Buyer: How She’s Different

Today, beauty mottos center around the concept that what’s good for the inside reflects how the outside appears to the world, and women who buy natural/organic beauty products take that concept to heart.

According to the 2008 Pink Report, The Age of Naturals, 72% of women who buy natural/organic beauty products believe in the concept of inside/out beauty, compared to 49% of women who buy only traditionally made beauty products.

The study found that natural/organic beauty buyers are more likely than traditional beauty brand buyers to engage in activities that are good for the mind, body and spirit. Women who buy natural/organic beauty products are twice as likely as traditionally made beauty buyers to:

believe in or use holistic medicine

limit their daily sugar or junk food intake

meditate regularly

engage in yoga

visit a day spa once a quarter

believe in the effects of acupuncture

Women who buy natural/organic beauty products are nearly 30% more likely than their traditionally made beauty buying sisters to:

drink more than eight glasses of water daily

try to live a low stress lifestyle

wear SPF outside every day

They’re also 20% more likely than traditionally made beauty buyers to believe that strong will and humor can decrease the effects of disease.

We know that women who buy natural/organic beauty products tend to be in better shape than their traditionally made beauty buying counterparts. Seventy-eight percent of natural/organic beauty buyers exercise three–six times per week by going for walks that last from 30–60 minutes or by engaging in vigorous cardio or weight training, compared to 56% of traditional beauty buyers who also exercise in the same manner.

Attitudes Toward Nutriceuticals/Nutricosmetics

Most women, regardless of their beauty brand buying habits, claim to take vitamin supplements daily, with 74% of natural/organic beauty buyers and 63% of traditionally made beauty buyers indicating an everyday supplement regimen. Supplements they take on a daily basis include echinacea (38%); green tea supplements or drinks (36%); garlic (29%); gingko biloba (29%); aloe vera (27%); and St. Johns Wort (23%).